Using Promotional Language

Surely, the term “promotional language” has been used before to describe written and verbal key words and phrases that will help your business succeed. They can be on your website, in advertising materials, and in conversations you have. It’s not all about selling; it’s also about making sure people know you are good at what you do.

One marketing technique is to create a sense of amazement in your customers with statements that make your products and services sound the best they can. For example, a historic location may say “when you visit us, you’ll feel like you’ve stepped back in time” or a restaurant may describe one of their entrees as “golden brown” or “mouth watering”. It may sound like overkill, but it’s a good way to get people’s attention. (While they may not use the word “mouth-watering”, customers will say the steak was “flavorful” and “good”, which is basically the same, right?)

Use words that will describe the actions your customers will take when they come to your business—Enjoy the delicious complementary dinner, Relive the experience, Take a walk though our botanical gardens. This type of phrasing will get the customer thinking about the value of the experience they will have with your company and create a true desire to give your business a try. You can also use words to describe the actions you will take to serve them: We will focus on exactly what you need. We will be there to consult with you through the entire process. This lets the customer know they are important and that you value their business.

When you are speaking with customers face-to-face, don’t neglect the normal niceties such as “How is your day going?” and “What can I do for you today?” If they seem unsure or uneasy, stop what you are doing and ask if they have any questions—you may be able to clear something up and a lot of customers are afraid to be the one to ask first. Always thank them for their time, business, etc. Invite them to come back and work with you again. These may seem like common sense things, but you’d be surprised how many people neglect to do this consistently. It’s also important to use open body language: eye contact, no fidgeting, and keeping your arms to your sides or behind you rather than crossing them.

There are probably endless tips and techniques you can find on how to promote yourself through the language you use. Hopefully, these are some helpful ones.